I agree sometimes find the different road can be the make or break point for a business. When working with our small businesses we go after avenues that are new and companies are staying away from. This helps is in a few ways.
1. The cost is always lower, and they are much more negotiable that someone that has been around a while
2. It builds us a relationship from the start. I have on magazine in town that grew from 10k it first month to 65k now in a few short years. The best thing is my ad prices have not changed once, and was told they will not since I was there from the beginning. Did I see a ton of business? No, but my roi was excellent since it was cheap and I didn't need to convert as many to cover costs.
What makes a great marketing company is the ability to find a different route, find something no one else is doing, and then go with it. The best part is, if you start to see that your competition is following you, then you know you are on the right path. Just like it stated in the article, many times that right path start at the smaller forgotten about pond. Excellent piece, thanks for sharing.